Can Branding Help Fundraising?
Maybe. But for most nonprofits, it can’t take the place of a solid strategy.
So what's the controversy?
For most charitable giving, it doesn't work that way. People don't wake up in the morning thinking, "I've got to give some of my hard-earned money away today!" Don't you wish they did? And there's no supermarket where people scan the shelves for nonprofits to give to. Despite the websites that purport to channel charitable giving, it hasn't really worked when it's not driven by massive media attention.
- Companies:
- World Vision
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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